THE BRIEF
Create a campaign that encourages people to seek out Glenelg Shire as a holiday destination.
THE IDEA
Glenelg Shire isn’t the kind of place you discover by accident. It’s a destination, not a pit stop. Because of this, it hasn’t been exposed to the same tourist traps and overcrowding that other areas on the coast have seen.
Our campaign focused on redefining the term ‘nothing’, positioning it as a good thing compared to the noise and busyness found in more popular spots. Glenelg Shire is one of Victoria’s best-kept secrets – a pocket of peace and quiet, where you can enjoy beaches, forests and rivers all to yourself.
THE EXECUTION
We produced a variety of print, radio, TV and social media assets. All of these championed the region’s untouched natural beauty and the sense of isolation one can find on less-travelled paths.
The term ‘nothing’ was given a positive spin, and was aligned with the sense of escape Glenelg Shire offers those who go out their way to discover it.
Before commencing this campaign, we also reimagined the Glenelg Shire logo and visual look and feel that came to life in this brand campaign.
